Creative Director
We want to work on things that make people’s lives better or bring them happiness.
The headline serif, Gangster by Store Norske Skriftkompani, offers a modern take on humanist fonts.
We wanted to really pop on the shelf and also communicate quality and inspire trust.
If you look at fish, they’re all quite different and beautiful in their own ways.
The Brand Identity interviews Ashley Jones and Griffin Creech, co-founders of New York studio Creech, about their writer-designer partnership and philosophy of integrating language and design from the start. They discuss their approach to meaningful, health-oriented branding, the impact of their AG1 rebrand, and collaborations with founders like Steve Ells and Tom Cortese. The conversation highlights their hands-on creative process and values-driven project selection.
New York-based studio Creech has created a refined yet playful brand identity for Seremoni, a high-end fishing brand promoting the Japanese Ike Jime method. The design combines warm illustration, tactile packaging, and humanist typography to express quality, sustainability, and craftsmanship. The project balances emotional appeal with technical precision, using silver foil packaging and a mascot-inspired visual language.
Creech developed a brand identity and packaging system for sustainable seafood company Seremoni, blending premium quality with approachability. The design draws inspiration from fish patterns and colors, features custom typography, and includes playful illustrations by Fried Cactus Studio. The identity aims to educate consumers about sustainable fishing while maintaining an inviting, high-quality aesthetic.